Amid increasing signs that a slowdown in the economy is at hand, dealers should look to women, especially those who fish, in their plans to ride out the storm.

So says a report from the Recreational Boating & Fishing Foundation that has been advancing industry interests for more than two decades with research data, market promotion and much more. In a nutshell: If in the past fishing was primarily viewed as a guy thing, that boat has left dock.

RBFF’s 2022 study — conducted with global market-research firm Ipsos — identified women as composing 37% of all anglers, the largest share on record. Some 2.8 million more female anglers hit the water in 2021 than in the five previous years, and 3.8 million more than a decade ago. Women anglers in 2021 undertook a total of 288 million fishing trips.

Yet the research also revealed women continue to face adversity and underrepresentation in the fishing community. For example, almost half of female anglers indicate they do not feel respected by the angling community, and a whopping 77% don’t see themselves represented in advertising for fishing gear and apparel.

While the study doesn’t directly address dealer initiatives toward women anglers, a random survey I made of nine dealerships on Florida’s central Gulf Coast found only one doing any promotions specifically aimed at women. And this a market that’s big on fishing.

With just 11% of these dealerships doing anything, it smacks of good opportunities for others that do make the effort. So, what barriers do women face when it comes to fishing?

More than one in three female anglers feel wrongly stereotyped. Eight in 10 women believe that when someone thinks of people who fish, they think of men. More than a third of women anglers have had men joke or mock their fishing.

And there’s more.

One in three women noted negative experiences related to store employees — for example, not being taken seriously or being treated dismissively. More than 80% of women anglers don’t feel gear or apparel is designed with them in mind. One in four cited no one to fish with as reason for dropping out. Less than 50% of lapsed women anglers felt safe when fishing alone — non-white anglers felt less safe — and 40% said they would join a women’s fishing club.

Finally, 26% of women desire more boat support, such as lighter weight trolling motors. Safety courses for women were cited by 22%. And there was widespread agreement that head facilities and cleanliness on charter boats is a major turnoff.

That being said, what keeps female anglers coming back? Study respondents cited three biggies:

• the social connections

• the challenge of fishing

• a positive link to nature

Half said fishing relaxes them and clears the mind, calms anxiety, relieves stress and teaches patience.

And women are more likely to introduce their children to fishing than men. Specifically, 63% of daughters participated in fishing with their mothers, compared with 45% who participated with their fathers. Moreover, women are most often the decision-makers. Even in households with two parents working full time, 54% say it’s moms that do most family activity planning.

The RBFF study results should signal an opportunity for your dealership to develop programs and events that appeal to women. Take advantage of this oft-overlooked opportunity to expand your customer base and entice existing customers to move up, especially when sales are tough.

Gather the team and hold a brainstorming session. Talk about when and how to host women-only fishing seminars, fishing days and tournaments, as well as specials, drawings and giveaways.

Hold mother-daughter events, hire a local female fishing expert to teach hands-on techniques, or hold special sales jointly with a local tackle store offering products that appeal to women. Launch a women’s fishing club and e-newsletter. In-season, use email and social media to post photos of club members and their catches.

More people crank fishing reels than swing golf clubs and tennis rackets combined. The RBFF study provides much more information, of course, and it all says women are a growth opportunity in fishing.

“While we’ve known being near the water provides mental health benefits, this study demonstrated the significant, rewarding effects of fishing specifically for women,” said RBFF senior director of marketing Rachel Piacenza. “Their experiences on the water foster confidence, patience and determination that they can rely on in other areas of life.”

Click here for the complete RBFF report.